Nobody likes in-game advertisements (of any kind), but it's a necessary evil to either keep game costs low or free. But this patent filed by Sony last year called the "Advertisement Scheme for use with interactive content" is just messed up, no matter how you look at it.
As with all patents, this could just be a case of Sony protecting its best interests for future projects and might never make it into the real world. Still, it's worth talking about because it could find its way into your gaming in the near future.
The gist of the patent as summed up by The Escapist:
First, game playing gradually slows down. You then get a warning that the game is about to stop. You then get the ad. Sony's example is: "BEST BRAND SODA. You've got to try it!" You then get a warning that the game is about to resume. The game resumes. There's mention of rewinding the game after the ad has run its course, too.
Sounds awful. Why is Sony even calling its patent a "scheme?" Scheme connotes an underhanded or devious action.
This is the type of BS you'd expect from freemium games like FarmVille or Draw Something, but can you imagine if it becomes a feature in a game like God of War or LittleBigPlanet? Gamers would riot and boycott the PlayStation into oblivion. Sony doesn't need another helping of hell.
Interestingly enough, Sony just announced a new "free-to-play" (F2P) shooter game called Bullet Run. Might we see this patent in Sony's F2P games? It's possible. Anything is possible.